Chevrolet, Amazon and Corus Entertainment drive innovative program with a customer-first experience for Canada
06 Dec 2017
Toronto - This fall Chevrolet, Amazon, and Corus Entertainment collaborated on a program built around a first-of-its-kind retail automotive experience for Chevrolet and Amazon customers in Canada. The effort kicked off in September when, for a two-week timeframe, an online media campaign encouraged test drive sign-ups on Amazon.ca allowing customers to experience an exclusive, home-delivered test drive of the 2018 Next Gen Equinox.
Over the September 30 weekend, more than 60 test drive experiences delighted customers with a novel “at-home” delivery from Amazon. With a goal of bringing the 2018 Chevrolet Equinox out of the showroom and directly to consumers in their everyday lives, each experience was personalized with unique test drives where customers live and play.
To share this experience with an even broader audience, two test drive participants were selected to tell their personal stories in a targeted advertising campaign launching across Corus Entertainment networks beginning October 30. Promotional spots featuring Corus Entertainment talent, ET Canada’s Sangita Patel and Food Network Canada Celebrity Chef Lynn Crawford, will run across Corus’ suite of television networks to drive traffic to long-form digital videos on Amazon, YouTube and social networks. Each two-minute video will illustrate the surprise and delight of how online ordering, delivery and customer experience all came together in a new wave of retail commerce.
“We expect that the auto industry will change more in the next 5 years than it has in the past 50. By continuously testing innovative ways of providing the test drive experience, we will be able to evolve with consumers and their expectations of what automakers can deliver,” said James Hodge, Advertising Manager at Chevrolet Canada.
Working alongside Amazon and Corus Entertainment, and funneled through Carat media, Chevrolet advanced its media and marketing innovation to align with its brand focus to inspire passion and loyalty.
“Amazon is focused on delivering unique and compelling experiences for our customers,” said Tamir Bar-Haim, head of Amazon’s advertising business in Canada. “We’re thrilled we could join Chevrolet in making test drive experiences simpler and more convenient.”
“Corus is committed to delivering integrated opportunities for clients and memorable experiences for their consumers,” said Lynn Chambers, Vice President, Corus Tempo, Corus Entertainment. “Working with Chevrolet and Amazon on this campaign is another example of how we are leveraging our robust suite of networks, talent and programming to engage consumers in innovative and surprising ways.”
Carat Canada spearheaded the full project, by working with Amazon on a first-in-Canada home-delivered test drive opportunity. Commonwealth//McCann is Chevrolet’s creative agency of record, and oversaw keeping the Equinox Experience aligned with Chevrolet’s brand and the Canadian Dream campaign. The Corus Entertainment partnership was managed through Dentsu Aegis Network’s content agency, The Story Lab.
Equinox Experience on Amazon: http://amazon.ca/equinoxexperience
Carat is the #1 Global Media Network, and a market leader in digital and diversified media solutions. Its visions is to redefine media and create better client business value through its command of media convergence. As the world’s first media agency in 1968, today it forms part of the Dentsu Aegis Network, the first truly global communications network for the digital age. Carat currently services clients in more than 150 countries and employs more than 6,000 staff worldwide.
ABOUT THE STORY LAB
The Story Lab is the content and entertainment division of the Dentsu Aegis Network. Working with global brands, in a world where the points of connection, engagement and transaction are converging around content, Story Lab creates powerful content that tells better stories, gains cultural traction and drives business value by deepening connections with customers. The Story Lab empowers brands to meaningfully break through today’s competitive media landscape and move beyond the category and into the culture.
Commonwealth//McCann is an award-winning global advertising agency founded in 2012 as a division of McCann Worldgroup. Headquartered in Detroit and with offices across 20 countries around the World. We’re creatively led and operationally managed, which means everything we do is in support of stronger, smarter ideas that work for our clients. Like handling the basics brilliantly: taking care of the simple things every day, planning for the future and exceeding client expectations. This is accomplished by living our five core values: the Invention to recognize when something of value has been created, the Curiosity to learn and invent new things, a strong sense of Community, showing Kindness to each other, and the work and the Courage to take risks.
ABOUT CHEVROLET CANADA
Driven by the spirit of ingenuity, Chevrolet is dedicated to challenging the limits of what's possible in automotive design and engineering today, tomorrow and for years to come. Chevrolet offers a comprehensive line of vehicles that feature spirited performance, expressive design, thoughtful technology, high quality, and value. The Chevrolet portfolio includes iconic performance cars such as Corvette and Camaro; dependable, long-lasting pickups, mid-size trucks, and SUVs such as Silverado, Colorado, and Suburban; and award-winning passenger cars and crossovers such as the Cruze & Equinox. Details on all Chevrolet models are available at http://www.chevrolet.ca/, on Twitter at @ChevroletCanada or at https://www.facebook.com/chevroletcanada.
ABOUT DENTSU AEGIS NETWORK CANADA
Dentsu Aegis Network Canada Innovates the Way Brands Are Built for clients through best-in-class capabilities in media, digital, data and creative communications services. The network’s focus on the digital economy and the distinctive products and services are delivered through agencies Amnet, Amplifi, Carat, Cardinal Path, DentsuBos, dentsu media, D2D, GRIP, ICUC, iProspect, Isobar, MKTG, The StoryLab, Vizeum and 360i. As one of the top ten global Dentsu Aegis markets, the Canadian team is headquartered in Toronto and serves clients through a national network of offices in Vancouver, Calgary, Montreal, Saint John and Halifax with more than 1,400 dedicated specialists. www.dentsuaegisnetwork.ca
For further information contact:
Director of Communications
Dentsu Aegis Network Canada
T: +1 514-284-8465